Audience measurement

Consumer & Audience Targeting

Reputation, PR monitoring and evaluation

We would like to send you occasional updates about products & services, news and events from Kantar Media. To join the mailing list, please tick the checkbox.
We will never sell your data, and you can unsubscribe at any time. Further information on how your data is used, including our responsibilities and how you can unsubscribe can be found here.

*Fields marked with an asterisk are required

We would like to send you occasional updates about products & services, news and events from Kantar Media. To join the mailing list, please tick the checkbox.
We will never sell your data, and you can unsubscribe at any time. Further information on how your data is used, including our responsibilities and how you can unsubscribe can be found here.

Engaging the action and adventure movie fans

With new blockbuster movie Jurassic World: Fallen Kingdom out this week, the Jurassic Park film franchise continues to rumble on robustly 25 years after the first movie was released.

What each of the films have had in common is their magnificent special effects and dramatic action sequences guaranteed to get the heart racing.

Clearly such films appeal in particular to those whose favourite film type is action & adventure. Looking at latest data from our Great Britain TGI study of consumer behaviour we can take a closer look at this group and what makes them different to the average cinema goer.

Male with high income and likely to have few family ties

Those who cite action & adventure as their favourite movie type are 22% more likely than the average cinema goer to be male and 31% more likely to have a family income of £75,000 or more. Whilst there is little variation by age as a whole, they are considerably less likely to aged 65+. Life stage can be more revealing here and indeed they are 20% more likely to be in the TGI Lifestage group ‘Fledglings’ (not married or living as a couple, do not live with son or daughter and live with parents).

Escapist movie types particularly popular

In terms of what other film types these action & adventure fans are likely to see at the cinema, TGI data shows that genres that are particularly escapist come out strongly. They are 29% more likely than the average cinema goer to watch science fiction films, 29% more likely to watch fantasy films and 21% more likely to watch crime/thrillers/mystery.

Cars and video games keep the adrenaline rush going outside of cinema

When it comes to their attitudes, these action & adventure fans seek out in their general life the adrenaline rush they get in the cinema. This is manifested especially strongly through motoring and video games. When it comes to cars, they are 33% more likely than the average cinema goer to say they like to drive fast and 24% more likely to say they like innovative cars.

On the video games front they are 37% more likely to say they play video games to beat other players and 26% more likely to say their favourite pastime is playing video games. Beyond this, they are more likely than their fellow cinema goers to see what’s coming up on the big screen – they are 20% more likely to say they get to the cinema on time to watch the adverts and trailers.

Naturally, therefore, a trailer for the next big action & adventure film will engage this group, but they are also particularly likely to be heavy consumers of a range of other media. TGI data reveals that they are 56% more likely than other cinema goers to be amongst the heaviest fifth of consumers of mobile internet and 21% more likely to be amongst the heaviest fifth of consumers of outdoor media.

Drilling down deeper by looking at actual app usage on the TGI Clickstream study, these action & adventure fans are 83% more likely to be amongst the heaviest (top 20%) users of the Linkedin app and 54% more likely to be heavy users of the Sky Go app.